High Five: Nihar Das

This piece of work truly envisions a future that was unimaginable just a few years ago. It beautifully captures the essence and the building blocks of growth, evolution and the triumph of the human spirit, which often remain unnoticed to the naked eye or slanted by subjective judgments. We all aspire to learn from our role models and sporting icons, but their experiences have traditionally been elusive and inaccessible. However, thanks to the imaginative beauty of data and technology, this work demonstrates how these experiences can now be coded and made accessible to everyone.

One of my all-time favourite works, despite being a few years old, is a standout example. Throughout the history of razor making, approximately 4,000 designs have been developed, all focused on self-shaving and neglecting the act of shaving others. However, this particular work shines a light on marginalised communities that have long been overlooked in this regard, including individuals in care homes and stroke patients. It addresses a need that has gone unmet for over a century. This type of brand building reaffirms the belief that when brands choose to genuinely care for the fringe and underserved communities, the masses respond by caring for the brand in return.

In the face of such a devastating disease as MND, finding ways to improve the quality of life and provide comfort is both heartwarming and inspiring. By leveraging modern technology, this work demonstrates the power of innovation and creativity in addressing the needs of individuals facing such challenging circumstances. This work not only aids in alleviating some of the burdens associated with MND but also serves as a testament to the resilience and determination of those who strive to make a positive impact in the face of adversity, working in any field. My personal experience with a close friend affected by MND recently adds a visceral layer to my appreciation of this work.

This work stands out by its audacity of imagination and the courage to defy conventional wisdom. Firstly, it brings together seemingly incompatible elements of beauty and athletics, a combination that is likely unprecedented in Olympic history. Secondly, it chooses to focus on the authentic human stories behind each Olympic athlete, rather than solely emphasising their athletic prowess - making it universally relatable and resonant for our times. Lastly, the work stands out for its beautiful mixed-action technology driven storytelling, presented in a format that defies the prevailing trend of shorter ad formats. Instead, it embraces the longer five-minute format, showcasing not just one but seven captivating stories.

This is a prime example of a modern, data-driven act rather than a traditional ad. Its strength lies in the seamless integration of various real-world elements within a closed-loop ecosystem. The utilisation of data and technology is at the heart of this work, bringing it to life and making it highly effective. This campaign demonstrates how contemporary creativity can thrive by skilfully incorporating and collaborating with partner ecosystems to deliver the intended result. The thoughtful integration of these elements contributes to the overall beauty and effectiveness of the work.